#opticon2015 The Power of Empathy in Driving Conversion Cara Harshman Optimizely Blog Editor @caraharshman [email protected] Talia Wolf Founder & CEO, Conversioner @TaliaGw [email protected] Keith Lovgren Director of CRO, Elevated @nosaltnolime [email protected] Rachman Blake CMO, FunnyBizz @rachmanblake [email protected]
Opticon 2015-The Power of Empathy in Driving Conversion
Aug 06, 2015
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#opticon2015
The Power of Empathy in Driving Conversion
Cara HarshmanOptimizely Blog Editor
Talia WolfFounder & CEO, Conversioner
Keith LovgrenDirector of CRO, Elevated
Rachman BlakeCMO, FunnyBizz
How to Use Emotion in CRO and Win
Talia Wolf
Founder & CEO, Conversioner
Taliagw#opticon2015
Taliagw#opticon2015
63% of marketers optimize websites based on intuition.
Tweet this
Marketingsherpa
Taliagw#opticon2015
Poor A/B testing methodologies are costing online retailers up to $13bn a year in lost revenue
Tweet thisEconsultancy
Taliagw#opticon2015
40% of visitors abandon a website that takes more than 3
seconds to load
Tweet this
Adobe
Taliagw#opticon2015
A few years back
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
The online world…
Taliagw#opticon2015
What do you see?
Taliagw#opticon2015
Testing Elements
Taliagw#opticon2015
Taliagw#opticon2015
Original landing page
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
27% Increase In Revenues
Taliagw#opticon2015
550% Increase In Revenues
Taliagw#opticon2015
“Marketing is not a battle of products, it’s a battle of
perceptions.” – Jack Trout
Taliagw#opticon2015
Thank you!
Presenter NamePresenter Title, Company
Presenter NamePresenter Title, Company
Presenter NamePresenter Title, Company
Presenter NamePresenter Title, Company
Talia Wolf
Founder & CEO - Conversioner
@taliagw
Creating Unique Value Propositions that Resonate
Keith LovgrenDirector of CRO, Elevated
nosaltnolime#opticon2015
@nosaltnolime
It’s Not Easy to Stand Out In A Crowd
@nosaltnolime
“If I could give you only one piece of conversion advice, test your value proposition would be it.”
-Peep Laja, founder ConversionXL
@nosaltnolime
54% of Companies Don’t Test Their UVP
source Unbounce
nosaltnolime#opticon2015
nosaltnolime#opticon2015
nosaltnolime#opticon2015
nosaltnolime#opticon2015
nosaltnolime#opticon2015
@nosaltnolime
INNOVATION
PRICE SERVICE
nosaltnolime#opticon2015
Research – The Beginning
@nosaltnolime
1. Talk to your sales team.
@nosaltnolime
2. Install Qualaroo.
@nosaltnolime
3. Use bracketing to land on your UVP.
DarkerLighter Optimal
@nosaltnolime
Underemphasize OveremphasizeOptimal
Emphasis
@nosaltnolime
Undersell OversellOptimal Sell
@nosaltnolime
Oversell
@nosaltnolimeUndersell
@nosaltnolime
Time Savings | Ease of Use | Software Networking
You’re selling a lab machine.
@nosaltnolime
Ease Of Use
“Testing parameters are easy to set up.“
“Intuitive control panel lets you easily fine tune testing parameters.”
Undersell Oversell
@nosaltnolime
Software Networking
“Integrates with all major platforms.”
“Integration with other reporting tools is as easy as a few clicks of a button.”
Undersell Oversell
nosaltnolime#opticon2015
A case study
nosaltnolime#opticon2015
A case study
nosaltnolime#opticon2015
Use the same braces as:
Which variation won?
A B
nosaltnolime#opticon2015
•27% increase in purchase rate •18% increase in revenue •per visitor
Results
A
nosaltnolime#opticon2015
Call or Chat & Get Expert Help From a Medical Esthetician
Call or Chat & Get Expert Help From a Medical Esthetician
We’ll ask, “What Have You Liked and What Have You Not Liked?”
Which variation won?
A
B
nosaltnolime#opticon2015
•21% Increase in purchase rate
•24% increase in revenue per visitor
Results
A
nosaltnolime#opticon2015
• Invest in research upfront because it pays dividends • Talk to the creators • Use bracketing to test UVPs • Look for areas on your site to use bracketing for
custom segments
When you’re in the office on Monday…
Thank you!Keith LovgrenDirector of CRO, Elevated
nosaltnolime#opticon2015
Experiments in Humor
#opticon2015
Rachman BlakeCMO, FunnyBizz
“All communication is an opportunity to shatter your
customer’s expectations and make them smile.”
- Seth Godin
“All communication is an opportunity to shatter your
customer’s expectations and make them smile.” - Some Black Guy
@RachmanBlake #FunnyFollowup
Udemy
66
@RachmanBlake #FunnyFollowup
Udemy
67
just following-up…
JD Hancock / Flickr
@RachmanBlake #FunnyFollowup
Udemy
68
“Ahhh, the GIF that sparked the reply - thanks for that,
Rachman. “
“Humor is something unexpected, the truth of which
is recognized.” - Aristotle
“Humor is something unexpected, the truth of which
is recognized.” - Aristotle (he really said that)
@RachmanBlake #FunnyFollowup
Udemy
72
Subject: Your humor makes follow up effective
JD Hancock / Flickr
@RachmanBlake #FunnyFollowup
Udemy
73
@RachmanBlake #FunnyFollowup
Udemy
74
@RachmanBlake #FunnyFollowup
Udemy
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98% of CEO’s prefer candidates with a sense of humor
97% of professionals believe it’s important their managers have
a sense of humor
81% of employees feel that a fun workplace makes them more
productive - Andrew Tarvin
@RachmanBlake #FunnyFollowup
Udemy
81JD Hancock / Flickr
subject: READ THIS SH*P!
subject: READ THIS SH*P!
@RachmanBlake #FunnyFollowup
Udemy
84
“Effing Fantastic!”
Marcelo Braga / Flickr
@RachmanBlake #FunnyFollowup
Udemy
85
Experiments in Humor
#opticon2015
#opticon2015
The Power of Empathy in Driving Conversion
Cara HarshmanOptimizely Blog Editor
Talia WolfFounder & CEO, Conversioner
Keith LovgrenDirector of CRO, Elevated
Rachman BlakeCMO, FunnyBizz
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